Who I am.
A narrative agency.
I’m JA Westenberg. Whether you’re launching a product, a fund, or a lab, I help you nail your positioning and figure out exactly how to tell your story.
Clients hire me for the positioning, the story, and the decisions about what to say and where to say it. Their own teams usually do the writing that follows.
Most clients bring me in to solve a specific problem: the product is strong, but outsiders don’t understand it, and insiders can’t agree on how to talk about it.
My point of view.
Settle the positioning first.
Before anyone writes, you need to agree on what you are, who it’s for, and who you’re competing with. Until that’s settled, each new piece of writing describes the company a little differently.
Choose what to say.
You’ll always have more true things to say than room to say them. The work is picking the few that matter most and using them consistently.
Decide what to leave out.
A clear story means dropping some audiences, features, and claims. Those are usually the hardest decisions to make.
Get the team to agree.
Most teams I work with have capable writers. What they don’t have is agreement on what the company is saying. Once they do, the writing goes faster and is easier to hand off.
Senior attention matters.
The decisions about your story shouldn’t be delegated through layers of account management and junior delivery.